In today’s data-driven marketing landscape, clustering data helps businesses better understand themselves and their customers. However, clusters derived from machine learning can be difficult to interpret and obtain buy-in from stakeholders.

This paper details a method for automated cluster generation and labelling using machine learning. Two automotive case studies are provided where clustering enhanced business value and gained stakeholder buy-in.

The first details segmenting dealerships based on their media environment to produce higher quality media models for lead generation. The second entails the creation of peer groups to enhance performance reporting across a diverse set of dealerships.